The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands

The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands

With fiercely intense competition, having a good product alone seems inadequate to sustain and be among the top notch product in the market. To do so, marketing strategy of most business firms relies heavily on advertising to promote their products and capitalize the most prominent technique in this...

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Main Author: Nur Shazzana, Ahmad Shaker
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5503/1/s816041_01.pdf
https://etd.uum.edu.my/5503/2/s816041_02.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Abd Ghani, Noor Hasmini
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Nur Shazzana, Ahmad Shaker
The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
description With fiercely intense competition, having a good product alone seems inadequate to sustain and be among the top notch product in the market. To do so, marketing strategy of most business firms relies heavily on advertising to promote their products and capitalize the most prominent technique in this modern era which is the use of celebrity endorsement. Nowadays, celebrities are claimed as the most influential icons that people admire and easily attracted to. This influential power has seen to give a huge impact on most businesses especially by strengthening the company’s or product’s brand. In the meantime, having an excellent brand is considered as the most valuable asset for a company. It can be achieved by managing the brand equity in the right way. This intangible asset provides value for both the consumer and the firm. It is believed that having attractive advertising strategy that capitalizes celebrity endorsement to promote the products may increase the value of the brand which in turn can stimulate consumers to buy. Therefore this research is conducted to gain insight into the influence of celebrity endorsement towards actual purchase behaviour of consumers and investigating the impact of brand equity as the mediating variable between these two constructs. This study also intended to explore the Malaysian food brands specifically for the packaged food products. It is certainly undeniable that our local food brands still cannot compete with international origin brands. National brands are deemed as unfamiliar and unattractive enough to win the heart of consumers. Due to this crucial issue, research is conducted to examine the consumers’ purchasing behaviour of local food brands. In fact, the purpose of this research is to figure out the dimensions of celebrity endorsement that highly influence consumer’s actual purchase behavior and whether the presence of brand equity will mediate the relationship between celebrity endorsement and actual purchase behaviour of local food brands. To achieve the objectives, questionnaire was constructed and distributed to 300 respondents in Penang. Findings shown that celebrity endorsement has significant relationship with actual purchase behaviour and attractiveness of celebrity becomes the major factor in influencing consumers to buy local food brands. Results also revealed that brand equity mediates the relationship between celebrity endorsement and actual purchase behaviour and brand awareness is the most influential factor towards this relationship.
format Thesis
qualification_name masters
qualification_level Master's degree
author Nur Shazzana, Ahmad Shaker
author_facet Nur Shazzana, Ahmad Shaker
author_sort Nur Shazzana, Ahmad Shaker
title The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
title_short The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
title_full The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
title_fullStr The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
title_full_unstemmed The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands
title_sort influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: a study on local food brands
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2015
url https://etd.uum.edu.my/5503/1/s816041_01.pdf
https://etd.uum.edu.my/5503/2/s816041_02.pdf
_version_ 1747827941414273024
spelling my-uum-etd.55032021-04-04T08:20:40Z The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands 2015 Nur Shazzana, Ahmad Shaker Abd Ghani, Noor Hasmini School of Business Management School of Business Management HF5415.33 Consumer Behavior. With fiercely intense competition, having a good product alone seems inadequate to sustain and be among the top notch product in the market. To do so, marketing strategy of most business firms relies heavily on advertising to promote their products and capitalize the most prominent technique in this modern era which is the use of celebrity endorsement. Nowadays, celebrities are claimed as the most influential icons that people admire and easily attracted to. This influential power has seen to give a huge impact on most businesses especially by strengthening the company’s or product’s brand. In the meantime, having an excellent brand is considered as the most valuable asset for a company. It can be achieved by managing the brand equity in the right way. This intangible asset provides value for both the consumer and the firm. It is believed that having attractive advertising strategy that capitalizes celebrity endorsement to promote the products may increase the value of the brand which in turn can stimulate consumers to buy. Therefore this research is conducted to gain insight into the influence of celebrity endorsement towards actual purchase behaviour of consumers and investigating the impact of brand equity as the mediating variable between these two constructs. This study also intended to explore the Malaysian food brands specifically for the packaged food products. It is certainly undeniable that our local food brands still cannot compete with international origin brands. National brands are deemed as unfamiliar and unattractive enough to win the heart of consumers. Due to this crucial issue, research is conducted to examine the consumers’ purchasing behaviour of local food brands. In fact, the purpose of this research is to figure out the dimensions of celebrity endorsement that highly influence consumer’s actual purchase behavior and whether the presence of brand equity will mediate the relationship between celebrity endorsement and actual purchase behaviour of local food brands. To achieve the objectives, questionnaire was constructed and distributed to 300 respondents in Penang. Findings shown that celebrity endorsement has significant relationship with actual purchase behaviour and attractiveness of celebrity becomes the major factor in influencing consumers to buy local food brands. 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